Serbia's Suicide Prevention Office (SPO) needed a creative marketing stunt to address a serious problem. Working with McCann Erickson, SPO created a guerrilla light projection that was displayed below Belgrade's tallest bridge. The light projection lit up a simple, yet poignant, phrase "niste sami" -meaning "you are not alone." This campaign is in response to the country's alarming yearly suicide averages. Only visible once peering over the side of the bridge, this message is delivered to individuals at possibly one of their greatest times of need. The cause marketing stunt was picked up by 5 TV stations and 9 major national newspaper publications. [via AdFreak & Ads of the World]
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